VITAGEN partners with UKM to drive gut health research

VITAGEN, Malaysia’s leading cultured milk brand, has announced a pioneering collaboration with Universiti Kebangsaan Malaysia (UKM) aimed at advancing gut health research and public health initiatives. The partnership was marked by the signing of a Memorandum of Understanding (MOU) at Hospital Canselor Tuanku Muhriz UKM, solidifying the brand’s commitment to evidence-based health solutions.

A Strategic Alliance for Enhanced Public Health

The partnership sees the appointment of Prof. Dr. Norfilza Mohd Mokhtar, a highly respected figure in gastroenterology and genome medicine, as VITAGEN’s official Medical Advisor. This collaboration is expected to bring a new depth to VITAGEN’s scientific approach and public health advocacy, with Prof. Dr. Norfilza’s leadership seen as pivotal. Speaking about the alliance, Prof. Dr. Norfilza expressed her enthusiasm, saying, “I am thrilled to join hands with VITAGEN, a brand synonymous with quality and innovation. My appointment as VITAGEN’s Medical Advisor is an exciting opportunity to bridge cutting-edge research with practical health solutions.”

Her expertise is well-founded in her extensive research contributions, particularly in studies co-led with Prof. Dr. Raja Affendi Raja Ali, which have shown the benefits of lactobacillus-rich cultured milk in improving gut health, boosting immunity, and even aiding mental well-being among IBS sufferers. Their findings, published in top-tier journals such as Gut Journal and Acta Gastro-Enterologica Belgica, demonstrate the significant role probiotics play in enhancing overall wellness.

Expanding Research to Drive Innovation

With the MOU, VITAGEN and UKM plan to initiate joint research projects focusing on probiotics and their impact on health. Through this collaboration, they aim to deepen public awareness about the importance of gut health while making strides in product innovation.

Prof. Dr. Norfilza, who was recently awarded the Tokoh Penyelidik Year 2024, remarked on the potential this collaboration holds, noting, “This partnership offers a unique platform to translate our cutting-edge research into practical solutions that will benefit millions. I am eager to collaborate closely with the team to translate our research into meaningful benefits for consumers.”

Mr. Poh Eng Lip, General Manager of VITAGEN, echoed her optimism, saying, “Prof. Dr. Norfilza’s appointment is a testament to our commitment to scientific excellence and innovation. Her unparalleled expertise will be instrumental in refining our product offerings and reinforcing our leadership in the market.”

Strengthening Market Leadership Through Science

VITAGEN aims to not only sustain but enhance its market position by embedding scientific rigor into its product development and health initiatives. The collaboration with UKM and the addition of Prof. Dr. Norfilza as Medical Advisor signal the brand’s dedication to integrating research-backed health benefits into their offerings.

“This partnership with Prof. Dr. Norfilza and UKM is a pivotal moment for VITAGEN,” Yap Jay Queen, Head of Marketing for Cotra Enterprises, highlighted the impact of this partnership on consumer trust. “By leveraging these scientific insights, we’re not only enhancing our market presence but also driving forward our mission to offer innovative solutions that resonate with and benefit our customers.”